Traackr, the leading performance-driven influencer marketing platform, released the State of Influence: Beauty report, including insights from Pinterest, and highlights the beauty brands, creators, and trends with the most influence on social media.
Pierre-Loïc Assayag, CEO and co-founder, Traackr, commented,
“Beauty marketers are getting savvier about extending the impact of their creator partnerships, putting paid media behind boosting posts to supercharge reach and engagements. Although the number of active influencers in beauty is leveling out, all tiers of creators – from nanoinfluencers to VIP celebrities – are driving more impact and VIT for beauty brands. This improved performance of beauty content demonstrates that marketers are optimizing their influencer programs and treating creator partnerships as a strategic media buy.”
The report found that engagement with creator content across makeup, skincare, hair care, and fragranceincreased in H1 2024 compared to H1 2023.
Skincare saw the biggest increase of 44% in engagement, video views increased by 49%, and Brand Vitality Score (VIT) was up 46%. VIT is Traackr’s proprietary metric for measuring influencer marketing performance.
Beauty brands continue to lean into sponsored content and boosting, increasing engagements and VIT at a higher rate than organic mentions.
The report also reveals the top 10 beauty brands across all four categories by VIT in the U.S., U.K., and France as well as the emerging beauty trends on Pinterest so far in 2024.
Sephora ranks first in the list of top five overall beauty brands in the U.S. Rare Beauty, L’Oréal, Kylie Cosmetics, and Fenty Beauty, maintained high ranks in 2024.
SKKN jumped up 30 spots to the No. 7 overall brand with a 213% increase in VIT after a relaunch of its makeup line in January 2024.
Instagram earned the biggest increase in engagements, video views, and VIT scores on beauty creator content compared to TikTok and YouTube.
Despite having fewer active influencers in H1 2024, Instagram content earned 68% more video views and a 36% higher VIT, showing that beauty content on the platform has been much more successful in engaging viewers.
On Pinterest track hair, lacrosse hairstyles, and dance makeup searches on Pinterest, have increased by 200%, 35%, and 40% respectively. This is mostly driven by Gen Z.
Also trending on Pinterest is everything aqua, borrowing its connection to the planet, with products using marine technologies and biotechnology to create fun and energetic looks. Searches for bright blue nails are up 35%, and blue aesthetic grunge is up 40%.
See here for the full report.
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